Deluxe Debuts NetMatch Service

NEW YORK -- Deluxe Direct Response, St. Paul, MN, introduced its NetMatch file-enhancement service at DM Days New York on June 2 with a pricing structure that charges customers only for the data elements that are appended to their own files.

Enhancement tools generally are sold as packages with the fee determined by the data element with the highest match rate, according to Deluxe Data Resources general manager Tom Byrne. A data element with a 90 percent match rate for a 100,000-name file, for example, would cause the customer to be charged for 90,000 names even though the elements he actually uses may be different and have much smaller match rates.

NetMatch, by charging only for the elements used, led to customer cost savings of 25 percent in side-by-side comparison with other enhancement services.

"NetMatch was created to meet the needs of our customers," Byrne said. "Now they are only paying for what they get."

Customers such as financial institutions and credit-card issuers can append their files with homeowner, lifestyle and purchase behavior data from the five-source file that uses data from Deluxe, Polk, Metromail, Trans Union and I Rent America. Deluxe also offers file enhancement packages that break out the charges element by element.

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